Campaign idea
As the title of the campaign is clearly saying, you will see fathers in their underwear. The stories presented there show the common behavior during the summertime when men walk around the house in their briefs - no matter who is around. This behavior is put under a negative light pointing out the embarrassment of the family and the disgust of the others at the view of those scenes. The conclusion of the campaign is that you can get the men dressed and get rid of the unpleasant situations with the acquisition of an air conditioner. Now let's see what it is hiding under the funny scenes and of course under the brand BGH brand.
As the title of the campaign is clearly saying, you will see fathers in their underwear. The stories presented there show the common behavior during the summertime when men walk around the house in their briefs - no matter who is around. This behavior is put under a negative light pointing out the embarrassment of the family and the disgust of the others at the view of those scenes. The conclusion of the campaign is that you can get the men dressed and get rid of the unpleasant situations with the acquisition of an air conditioner. Now let's see what it is hiding under the funny scenes and of course under the brand BGH brand.
Being AdConscious
The main objective of any ad is to generate sales on the short or long term. What a commercial does is to create in consumers' minds an idea or image of a brand or product and eventually to persuade them into buying the product. If the brand or product resonates with you (your needs, perceptions and aspirations) then you will be very likely to make a purchase.
The main objective of any ad is to generate sales on the short or long term. What a commercial does is to create in consumers' minds an idea or image of a brand or product and eventually to persuade them into buying the product. If the brand or product resonates with you (your needs, perceptions and aspirations) then you will be very likely to make a purchase.
Campaign
The Del Campo NAZCA Saatchi & Saatchi commercials for BGH air conditioners present some daily life situations where you feel uncomfortable - so the ads are meant to reach the customers through negative emotions. The chances that you already experienced some situations from the three ads are quite high and I can imagine that many of you felt a bit awkward. Sure, the commercials are a bit exaggerated but I would say that this has an important part in the campaign. More exactly this makes the humor of the commercials and gives a reason to laugh - in this way the initial negative emotions are not that powerful anymore. However the structure for each of the ads is as follows:
daily life Problem + Negative emotions + Exaggeration + Solution => BGH campaign
Target
As the men are in the center of attention representing the problem I would suppose that they are not the main target. Keeping in mind that air conditioners are used in households and even the commercial is presenting family life situations, the ads address to families. As the men are already excluded from the target and children don't have an important financial power (just an important opinion) in a family, the only member left is mom. That's right, I would say that the main target on the campaign are women. So Del Campo NAZCA Saatchi & Saatchi made the campaign for the Argentinean women. However the purchase decision might be a common agreed one within the family but from my point of view, the most affected by the situations presented in the ads are women - the resonance between the ad and women is considerable high.
Brand
The objective of the campaign was to promote the new air conditioner Silent Air from BGH, which is more silent and has a lower level of energy consumption. You could notice that none of products' characteristics are mentioned in the campaign and in my opinion this is a smart decision - air conditioners are quite boring products as they only give cooler air. Of course, the technology inside is also important but maybe an ordinary person could not be persuaded to make this kind of purchase based on technical characteristics. Moreover, these products don't differ too much from brand to brand so that the consumer could make a rational purchase decision.
The objective of the campaign was to promote the new air conditioner Silent Air from BGH, which is more silent and has a lower level of energy consumption. You could notice that none of products' characteristics are mentioned in the campaign and in my opinion this is a smart decision - air conditioners are quite boring products as they only give cooler air. Of course, the technology inside is also important but maybe an ordinary person could not be persuaded to make this kind of purchase based on technical characteristics. Moreover, these products don't differ too much from brand to brand so that the consumer could make a rational purchase decision.
What BGH's campaign does, is that it sends a reminder that the summer is coming and it gives a more personal reason to buy the product, no mater its secondary characteristics, besides cooler air during the hot summer. In this way it creates a closer emotional relationship with the viewer, and it makes him/her aware of his/hers actual or potential problem. The purchase decision would be now an emotional one.
Criticism
I believe that BGH's campaign is brilliant and I think that many of you have the same opinion. However, the negative side of it is that these ads might make viewers more aware of their problem and purchase any air conditioner as a solution. Therefore, I would expect an increase of sales for several brands of air conditioners besides BGH's Silent Air.
Have a look at all 3 ads here:
1. "Dads in Briefs" 2. "Friends" 3. "No Signal"
Client: BGH
Agency: Del Campo,NAZCA, Saatchi & Saatchi
Agency: Del Campo,NAZCA, Saatchi & Saatchi
Director: Nico & Martin
Country: Argentina
Country: Argentina
